Shopaholics beware... your shopping addiction may not end as the shops shut their doors, and you are back in the taxi on your way home. It has been announced today that Polo Ralph Lauren is launching the first luxury mobile commerce website.
Polo Ralph Lauren is looking to attract tech-savvy shoppers by introducing an advertising campaign that will enable consumers to buy products by snapping photos of special advertising codes on their mobile phones.
The user will need to look for the codes in print ads, direct mail and even in in-store window promotions. Once they have photographed the code on their camera phone, they can then download the software and shop on the specific mobile commerce site.
This idea has sprung from the Japanese market, where it is the norm to buy tickets and vending machine products from their mobile phones. Polo said that this push is something they hope will help them stay ahead of the trend that is making its way from Asia to the US.
Lauren told Reuters: "We recognize that in America this is going after somebody who is more comfortable with technology. The truth is that in other countries, its becoming part of their culture. The trend is coming, and as a fashion company it's very important to identify trends and get ahead of them."
The campaign will launch on 25th August in conjunction with the annual US Open Tennis championship.
Polo Ralph Lauren is looking to attract tech-savvy shoppers by introducing an advertising campaign that will enable consumers to buy products by snapping photos of special advertising codes on their mobile phones.
The user will need to look for the codes in print ads, direct mail and even in in-store window promotions. Once they have photographed the code on their camera phone, they can then download the software and shop on the specific mobile commerce site.
This idea has sprung from the Japanese market, where it is the norm to buy tickets and vending machine products from their mobile phones. Polo said that this push is something they hope will help them stay ahead of the trend that is making its way from Asia to the US.
Lauren told Reuters: "We recognize that in America this is going after somebody who is more comfortable with technology. The truth is that in other countries, its becoming part of their culture. The trend is coming, and as a fashion company it's very important to identify trends and get ahead of them."
The campaign will launch on 25th August in conjunction with the annual US Open Tennis championship.
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